Posted on May 20, 2013 by Stephan Wiedner
If you’re new to Noomii, you may not know that we’ve made some pretty significant changes to the coach/client matching system. You can read all about the changes on this previous post.
With the new matching system (internally dubbed “Coach Match 2.0â€Â), the signs are very positive thus far.
Here are some of the things we are learning and how they pertain to you, our coaches.
1. We are seeing a 50% increase in conversion
With two and a half week’s of data, client leads are reaching out to coaches roughly 50% more frequently than they did before. That’s huge and we’re really excited about it. But we don’t want to get too excited because results are still very early and we need more data for the results to be statistically significant.
2. Speed matters, big time
Many of the messages being sent through to coaches are occurring in the first 24 hours of the lead being published and before we’ve sent through their complete list of 5 coaches. Therefore, it’s no longer a question of whether or not you get in the top 5, it’s whether you can respond to clients quickly.
If you see a lead that is a good fit in the morning, don’t wait until lunchtime or dinner to respond. Respond right away.
3. Coaches are getting hired quickly
Not only are coaches getting contacted, they seem to be getting hired more frequently. At least 6 coaches that I’ve spoken with in the last week told me they got hired right away. Maybe coaches are volunteering the information more readily because they are excited by the new system. Maybe it’s because Coach Match 2.0 is simply better. The jury is still out.
4. Be on the look-out for “pre-approval†emails
In some cases, especially when the client specifically requests a coach in their area, we are “pre-approving†coaches that appear to be a perfect match for the client. When you are pre-approved, you will get an email prompting you to write a message to the client via the “recommend myself†button that you would normally click on. Your message will be sent to the client immediately. This is one of the cases where speed is particularly important. Why would you wait? Help us give clients what they want as soon as possible.
5. What you say at the top of your profile matters
When we recommend coaches, we look at your ideal client description at the top of your profile. Some of you target women, retirees, teens, business owners, or
For example, if you call yourself the marketing diva goddess, forget about responding to male clients. If you are the teen and young adult coach, don’t respond to retirees.
That said, we’ve seen a number of occasions where there is good reason to respond to someone outside of your “niche”. If that’s the case, acknowledge it in the message to the client with something like “I know I’m primarily a coach for executives and business owners but from time to time, I work with single moms because … [fill in the blanks].†I think you get the point.
What changes are we going to make next?
As we collect data and use the new matching system, we will continue to make changes. Many of you have expressed a concern that the old matching system was very time consuming. Specifically, the process of writing a personalized message to the client was inefficient because you had to write the message even if it didn’t end up being sent to the client.
The proposed change will look like this:
- You review the leads and find one that is a good fit for you,
- You recommend yourself with a single click (no need to compose a personalized message, yet),
- We review the recommended coaches and approve you,
- You get notified that you were approved and now you must compose a personalized message for the client,
- As soon as you submit your message, an email is sent to the client notifying them of your message.
It’s a 2-part process but one that is aimed at saving you time.
Any questions, please leave your comments below.
Stephan,
I have yet to even talk to anyone who you label as a successful match. I am bummed!
Hi Stephan,
I haven’t tried out the new system yet, but I’m a little confused by point #2. I thought that we wrote our recommendation to the client, you reviewed it, selected the top 5, and sent them through to the client. From this article it sounds like the client gets a listing of anybody who recommends themselves, plus a vetted list later… Is that right?
Thanks!
Alison
Hi Stephan:
Your proposed change regarding the personalized message (only writing it once/if we are approved) sounds good, especially given how time-consuming the new system is otherwise.
One question on a different aspect: Sometimes no location is listed for a potential client on their inquiry. In those cases, when there’s no known location, how does that get factored into the decision-making process–are the coaches who recommend themselves all judged equally (location-wise) regardless of where they are based?
I agree with Laura Deming- the new proposed changes (one click response) sound great, as I still find the new system time-consuming– reviewing every incoming lead, composing a specific message to each potential one, and not always having them approved. I also had the same question regarding location, and wonder why that was made a top-factor, as most of my clients are phone-based. I’m wondering if other coaches feel similarly, or if they agree that location should be the top factor.
Thanks for working so hard to make a viable system for all of us.
@Alison – With the old system, we only sent an email to the client after 48 hours. We don’t do that anymore. Instead, as good matching coaches recommend themselves, we approve those right away so the client gets up to 5 emails, each one introducing them to the newest coach on the list. So if you see a lead in the morning that is a good fit, respond right away. Don’t wait.
@Laura and Dawn – When there is no location set, we weight coaches based on other factors such as the fit, the package they are, and how many other leads we’ve recommended them for.
I’m also glad you like the proposed change to save you time writing the messages to the clients.
@Linda: You are like the energizer bunny. You just keep going. My advice to you would be to narrow in on a very specific ideal client. I know you can work with lots of people but it’s too competitive a landscape to be generic.
Just pick one. A retiree, an overwhelmed mom, teachers, educators, someone? With the new system, I am motivated to give the client exactly what they are looking for. If it’s a 20-something year old, I want to send them someone who just works with 20-something year olds. If it’s a overwhelmed working mom, I want to send her a coach who specializes in that, has the book, the program, and is starting a movement called “Moms: Take Your Power Back”.
In the case when we’ve been able to do that, the coaches are more likely to get a phone call.
The next time your ideal client comes along, I want your name to pop into my head so I can call you and say “Hey Linda, I just pre-approved you for a client that appears to be a perfect fit for you.”
Thank you Noomii for the current and future changes! I especially like the next idea that you’ll decide which coaches to recommend before we write the letter to the client. Great way to save us time!
Hi Stephan/Ayla,
Thank you for continuing to tweak the system. In speaking with Ayla last week, I thought it was a very good thing that attempts are continuing to be made by telephone or email to clarify what the potential client is really looking for, as in increases the chances of a good match with a potential coach.
I would like to suggest that the questions which potential clients answer by email or by phone before being matched with a potential coach, be “strengthened” as well as be required to be answered, prior to selection. For example, here are some thoughts to include:
– Do you understand the difference between coaching and counseling, as we describe it here? (maybe insert a paragraph about the difference…as I personally find that many of the potential clients really need a counselor rather than a coach)
– Do you prefer coaching in-person, by phone/Skype, or is either method acceptable? (if this is not clarified, selecting a potential coach may not be effective/productive)
– What are the chances you may hire a coach after your free consultation?
5 = Very high chance, as I am very familiar with coaching and need help immediately
4 = High chance, as I am familiar with coaching and have considered it for some time
3 = Fair chance, as I understand coaching, and would consider hiring the right coach
2 = Low chance, as I am new to coaching, and I am unsure if I need a coach or counselor
1 = Very low chance, as I am new to coaching and only gathering information
-How much are you realistically prepared to spend for coaching per session?
-$25
-$50
-$100
-$150
-$200
-$250
-$300
Finally, I think it would be very helpful and important, for coaches to notify Noomii whether or not they were actually contacted by each of the selected clients, and if any of the clients actually hired the coach. This information could be posted online, as it should be valuable information for all coaches and Noomii alike.
Just some thoughts for your consideration.
Thanks for listening!
Wowee! Thanks so much for the thoughtful feedback, Joe!
1. I like the proposed change regarding the two-step process.
2. I don’t particularly like the process of sending emails to clients as you choose coaches to recommend. I’m concerned that this gives the appearance that the earlier a coach is recommended the more highly they are recommended. I would prefer a system where you send one email to the client when you have selected the five coaches. That puts everyone on an equal footing. I would even more prefer a system where you wait a specified amount of time (say 24 or 48 hours) before reviewing the coaches’ submissions. I think that this would result in the best selection for the client.
3. I like Joe’s suggestion of finding a way to ensure that the client provides enough information.
I totally agree with Ted–all five coaches would have a more equal chance by their info being sent together in the same email. A waiting time of 24 or 48 hours also makes sense. If a potential client is truly serious about hiring a coach, waiting a day or two to get the names won’t discourage them.
I agree the bidding system was flawed. (Even though I happily benefited from it!) But other steps in the old process seemed to work well, including the coach having up to 48 hours to write the potential client, and Noomii waiting 48 hours and then sending all five names together.
I agree with the proposed changes.
Stephan/Ayla,
Great job with the system upgrades, I’ve seen an immediate improvement. I was recently recommended then immediately hired by the client. Others have also reached out to me directly and we are in the initial consultation stage. Thanks for the focus on improving the process so our clients can Get Coached!
Jeremy
I’d like to start by saying that I like Noomii very much. I have gained a few clients from the site and it is pretty much the only form of advertising I do (other than referrals) However, I rarely participate in the “recommend yourself” system anymore because I have NEVER gained a client from it. ALL of my Noomii clients have just seen my profile and called me directly. I am incredibly busy, so taking the time to write every potential client is just not sound business for me. Looking forward to seeing what the newest system will be like.
Hi Kellie,
I’m so happy to hear that Noomii has been working for you. The new referral system is designed to work perfectly for you. What you can expect now is a phone call from us when there is a client that is a good match. If we can confirm your interest in the client, we’ll give you the client’s phone number and move on. There’s no other effort required on your part.